Using Search to Capture a Global Opportunity By Andy Atkins-Kruger

#SMX #XXA @andyatkinskruge

Using Search To Capture A Global Opportunity

SPEAKING IN TONGUES

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Use Impact Visuals Above, Move Presentation Title As Needed

d

BRIT MARRIED TO AUSTRIAN LIVING IN SITGES CATALONIA SPAIN

#SMX #XXA @andyatkinskruge

Use Impact Visuals Above, Move Presentation Title As Needed

d

ENGLISH, GERMAN, FRENCH, SPANISH, CATALAN, ITALIAN, RUSSIAN & DUTCH

30 Years of International

Marketing

English, French, German,

Spanish, Dutch, Russian, Italian

INTERNATIONAL DIGITAL MARKETING CONSULTANT SINCE 1997

Founded Webcertain.com

in 1997andy@webcertain

.com

#SMX #XXA @andyatkinskruge

- Brief Stats- What is Culture?- Obvious Cultural Pitfalls- Geotargeting Strategy- Website CMS and Translation Technologies- Hosting and Speed Issues Internationally

Agenda

Are you sure this is what they meant by “good marketers always know where their customers are?”

#SMX #XXA @andyatkinskruge

GOOGLE’S FRONTIER

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#SMX #XXA @andyatkinskruge

#SMX #XXA @andyatkinskruge

#SMX #XXA @andyatkinskruge

#SMX #XXA @andyatkinskruge

WEBSITE DANGER ZONES

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IRRELEVANT TRANSLATION FORMS

PAYMENT METHODSFACES

Medicare

DEVICE

Source: thepaypers.com

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OBVIOUS PITFALLS TO AVOIDSTRATEGY - HOW TO CHOICES

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Different Countries - Different Strategies

TITLE SLIDE ALTERNATIVE LAYOUT

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SEND IN THE PPC TANKS

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FOLLOW-UP WITH ORGANIC BOOTS ON THE GROUND

#SMX #XXA @andyatkinskruge

FOLLOW-UP WITH ORGANIC BOOTS ON THE GROUND

LINKS? FIX THE LEAKS!

404S

REDIRECT LOOPS

SLOW PAGES

#SMX #XXA @andyatkinskruge

FOLLOW-UP WITH ORGANIC BOOTS ON THE GROUND

FOCUS ON FEWER NEW MARKETS

#SMX #XXA @andyatkinskruge

INTER-KEYWORD RELATIONSHIPS

100% 100%100%

EN DE FR CN

% SIMILARITY IN MEANING

#SMX #XXA @andyatkinskruge

INTER-KEYWORD RELATIONSHIPS

100% 100%

EN DE FR CN

60%

40%

20%

40%

20%% SIMILARITY IN MEANING

#SMX #XXA @andyatkinskruge

INTER-KEYWORD RELATIONSHIPS

100% 100%100%

EN DE FR CN

Translation

#SMX #XXA @andyatkinskruge

INTER-KEYWORD RELATIONSHIPS

100% 100%

EN DE FR CN

60%

40%

20%

40%

20%% SIMILARITY IN MEANING

Translation

#SMX #XXA @andyatkinskruge

NEVER EVER EVER, EVER TRANSLATE KEYWORDS

Russian consumers still like cash

59

49

20

27

58

49

32

23

12

Bank card

Web money

Cash ondelivery

Bank transfer

SMS payments0

2009 2012

#SMX #XXA @SpeakerName

DON’T WASTE THE WATER - IT COSTS

TRANSLATION?

#SMX #XXA @andyatkinskruge

TITLE OPTION #2 – Translation WorkflowsMatter a Great Deal!

#SMX #XXA @andyatkinskruge

TITLE OPTION #2 –

Social Media Collection

My Website.fr

Corporate - Translated

Corporate – Translation

Updates Local Team Fresh Marketing

Content

Local User Generated Content

(Reviews)

Machine Translated Content

SEO Content

SEO Content UpdatesInfographics

#SMX #XXA @andyatkinskruge

Lives In Porto

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He’s runs a small expanding hotel and needs some new furniture!

#SMX #XXA @andyatkinskruge

Luis searches for “moveis para hotel”

#SMX #XXA @andyatkinskruge

Luis searches for “moveis para hotel”

#SMX #XXA @andyatkinskruge

Luis clicks the first result!

#SMX #XXA @andyatkinskruge

Luis clicks the first result!

Prices in Brazilian Reals!

#SMX #XXA @andyatkinskruge

Luis clicks the first result!

Prices in Brazilian Reals!

Free Delivery And Installation

#SMX #XXA @andyatkinskruge

Luis clicks the first result!

Prices in Brazilian Reals!

Free Delivery And Installation

#SMX #XXA @andyatkinskruge

Luis clicks the first result!

Prices in Brazilian Reals!

Free Delivery And Installation

To São Paulo

#SMX #XXA @andyatkinskruge

Luis clicks the first result!

But What’s Wrong With

This Screenshot?

Back to2013!

#SMX #XXA @andyatkinskruge

#SMX #XXA @andyatkinskruge

#SMX #XXA @andyatkinskruge

1. Local Domains or ccTLDs 2. Search Console - Webmaster Tool Settings 3. Hreflang Tags 4. Canonicals 5. Language 6. Currency 7. Address Formats 8. Relevant Content 9. Server Location 10. Inbound Links

#SMX #XXA @andyatkinskruge

Webcertain’s Geo-Targeting Matrix

World Languages

Single Language Regions

Czech Republic

National Languages

Duplicated!

Machine Translated!

Fresh Content

Multi - Language Regions

Korea

China

Russia

Just At Home

Everywhere

Canon-icals

Hreflang Sitemap

Local Domain

Local Domain

Dot Com/Generic

Local Domain

Dot Com/Generic

Local Domain

Dot Com/Generic

Local Domain

Dot Com/Generic

Local Domain

Dot Com/Generic

Local Domain

Dot Com/Generic

Webmaster Tools

Webmaster Tools

Webmaster Tools

Webmaster Tools

Webmaster Tools

Webmaster Tools

Webmaster Tools Hreflang Sitemap

Canon-icals

Local Links

& Shares

Currency

Address Details

44

HreflangMark-Up

#SMX #XXA @andyatkinskruge

1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 118. Someone else 19. Someone else 20. Someone else

COUNTRY 3

1. Someone else2. Someone else3. MY RANKING 24. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 49. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

1. Someone else2. Someone else3. Someone else 4. MY RANKING 15. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

COUNTRY 4COUNTRY 2COUNTRY 1

#SMX #XXA @andyatkinskruge

1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 118. Someone else 19. Someone else 20. Someone else

COUNTRY 3

1. Someone else2. Someone else3. MY RANKING 24. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 49. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

1. Someone else2. Someone else3. Someone else 4. MY RANKING 15. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

COUNTRY 4COUNTRY 2COUNTRY 1

#SMX #XXA @andyatkinskruge

1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 118. Someone else 19. Someone else 20. Someone else

COUNTRY 3

1. Someone else2. Someone else3. MY RANKING 24. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 49. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

1. Someone else2. Someone else3. Someone else 4. MY RANKING 15. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

COUNTRY 4COUNTRY 2COUNTRY 1

#SMX #XXA @andyatkinskruge

1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 118. Someone else 19. Someone else 20. Someone else

COUNTRY 3

1. Someone else2. Someone else3. MY RANKING 24. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 49. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

1. Someone else2. Someone else3. Someone else 4. MY RANKING 15. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

COUNTRY 4COUNTRY 2COUNTRY 1

Assuming all other factors are equal - which they never are!

#SMX #XXA @andyatkinskruge

1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 118. Someone else 19. Someone else 20. Someone else

COUNTRY 3

1. Someone else2. Someone else3. MY RANKING 24. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

1. Someone else2. Someone else3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 49. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

1. Someone else2. Someone else3. Someone else 4. MY RANKING 15. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

COUNTRY 4COUNTRY 2COUNTRY 1

1. Someone else2. Someone else3. MY RANKING 1 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 118. Someone else 19. Someone else 20. Someone else

1. Someone else2. Someone else3. MY RANKING 44. Someone else5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. MY RANKING 416. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else

BUT Hreflang is now doing this - which is NOT geotargeting!

IT IS NOW IMPOSSIBLE TO IGNORE HREFLANG

#SMX #XXA @andyatkinskruge

TITLE OPTION #2 –

Average Connection Speed

China Hosting Dilemma

• Local hosting improves loading speed

• But it requires ICP license which is complicated

• CDN is not stable compared to local hosting

• Hosting in Hong Kong won’t offer the same speed

LOCAL HOSTING

#SMX #XXA @andyatkinskruge

Hreflang Says…Language Says… ccTLD Says…

What if signals contradict?

#SMX #XXA @andyatkinskruge

What if signals contradict?

#SMX #XXA @andyatkinskruge

What if signals contradict?

ALSO FROM 2013!

#SMX #XXA @andyatkinskruge

What if signals contradict?

#SMX #XXA @andyatkinskruge

What if signals contradict?

ALSO FROM 2013!

#SMX #XXA @andyatkinskruge

sweden.se today!

#SMX #XXA @andyatkinskruge

sweden.se today!1. More Mobile Friendly2. No Hreflang 3. Now Only English, Arabic,

Russian & Chinese

#SMX #XXA @andyatkinskruge

sweden.se today!1. More Mobile Friendly2. No Hreflang 3. Now Only English, Arabic,

Russian & Chinese

Move To Local Domains

#SMX #XXA @andyatkinskruge

sweden.se today!

#SMX #XXA @andyatkinskruge

sweden.se today!

RANKING GONE!

#SMX #XXA @andyatkinskruge

Impact of crawling & indexing

Date URL A URL B URL C URL D

T+0 crawl

T+1 crawl crawl

T+2 crawl crawl

T+3 crawl crawl

T+4 crawl

T+5 crawl crawl crawl crawl

Crawling happens at different speeds

#SMX #XXA @andyatkinskruge

Impact of crawling & indexing

Date URL A URL B URL C URL D

T+0 crawl

T+1 crawl crawl

T+2 crawl crawl

T+3 crawl crawl

T+4 crawl

T+5 crawl crawl crawl crawl

Crawling happens at different speeds

#SMX #XXA @andyatkinskruge

Date URL A URL B URL C URL D Status

// change new hreflangs new hreflangs new hreflangs new hreflangs (no hreflang)

T+0 crawl 3 errors

T+1 crawl crawl 2 errors

T+2 crawl crawl 1 error

T+3 crawl crawl 1 error

T+4 crawl crawl 1 error

T+5 crawl crawl crawl ok!

65

ccTLDs

#SMX #XXA @andyatkinskruge

Search Console / Webmaster Tools Geo Settings

#SMX #XXA @andyatkinskruge

1. Use as many of the core signals as you can afford!

The rules of geotargeting!

#SMX #XXA @andyatkinskruge

1. Use as many of the core signals as you can afford!

2. Implement them accurately!

The rules of geotargeting!

#SMX #XXA @andyatkinskruge

1. Use as many of the core signals as you can afford!

2. Implement them accurately!3. Maintain them continuously!

The rules of geotargeting!

#SMX #XXA @andyatkinskruge

LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

30 Years of International

Marketing

English, French, German,

Spanish, Dutch, Russian, Italian

INTERNATIONAL DIGITAL MARKETING CONSULTANT SINCE 1997

Founded Webcertain.com

in 1997andy@webcertain

.com